论文部分内容阅读
美国著名的商业杂志《福布斯》可与《幸福》齐名,在世界上很有影响。这本杂志从来都不鼓励那种宥于窠臼的思维。但是21年前,当位于美国维斯康辛州尼亚市的小公司金伯利·克拉克(Kimberly-Clark)决心与世界尿片业大王宝洁(P&G)对着干时,《福布斯》却不假思索地预测说金伯利·克拉克公司这下死定了。是谁吃了熊心豹子胆,竟敢和宝洁的Pamper牌尿片或强生(Johnson &Johnson)的牌子去碰?你金伯利不就是能生产些纸浆和纸吗?是什么能让你烧得敢和这一市场的龙头老大叫板?真是蠢到家了! 但事实证明,这一举动一点也不蠢,而是聪明至极。金伯利尿片战略的总设计师达尔文·史密斯于1991年退居二线,1995年他刚要踏入古稀之年却不幸
The famous American business magazine “Forbes” can be named in the same name as “Happiness” and has a great influence in the world. This magazine has never encouraged that kind of thinking. But 21 years ago, when Kimberly-Clark, a small company based in Niagara, Visconsin, was determined to face the world’s diaper industry’s P&G, Forbes did not foresee predicting Kimberly. Clarke is dead. Who has eaten the bears and leopards, and dared to touch Pamper diapers or Johnson & Johnson’s brand? Did Kimberly produce pulp and paper? What makes you dare to burn? It’s stupid to get home to the leader of this market, but it turns out that this move is not stupid, but extremely clever. Darwin Smith, the chief designer of Kimberly diapers strategy, retreated to second line in 1991. In 1995, he was just about to enter the ancient age but unfortunately